SHRM HR STUDENTS
An overarching guide to the Students audience identity and visual style through the lens of curiosity.
OVERVIEW
With every connection, conversation, and opportunity, the SHRM Student membership experience propels you forward—faster, bolder, and with purpose. This is where future HR leaders are shaped, not by chance, but by choice. Your choice to lean in, learn more, and lead early. We’re not just preparing students for the job market—we’re empowering them to transform it. We inspire action. We spark ambition. We make HR human—starting with the next generation. Welcome to the experience that turns potential into power. Welcome to your future, fueled by SHRM.
LOGOS
Marketing assets targeting the HR Students audience should consistently use the SHRM Master Brand Blocks for all logo placements. This reinforces brand equity and positions SHRM as the trusted authority on all things work.
The version of the SHRM Master Brand Blocks that includes the “Better Workplaces. Better World.” tagline should serve as the primary logo. The version without the tagline is considered secondary. Additional guidelines—including horizontal logo variations—are available on the Master Brand board.
TYPOGRAPHY
COLOR PALETTE
Primary
SHRM DARK BLUE
RGB: 27, 60, 105
CMYK: 99, 83, 33, 21
PANTONE: 3597
HEX#: 1B3C69
SHRM MEDIUM BLUE
RGB: 38, 93, 147
CMYK: 91, 66, 18, 3
PANTONE: 7455
HEX#: 265D93
SHRM BRIGHT BLUE
RGB: 0, 118, 190
CMYK: 90, 48, 0, 0
PANTONE: 2172
HEX#: 0076BE
WHITE
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
PANTONE: WHITE
HEX#: FFFFFF
BLACK
RGB: 0, 0, 0
CMYK: 0, 0, 0, 0
PANTONE: BLACK
HEX#: 000000
Pop Colors
CORAL RED
RGB: 252, 106, 117
CMYK: 0, 65, 37, 0
PANTONE: 710 C
HEX#: FC6A75
LEMON YELLOW
RGB: 247, 233, 112
CMYK: 6, 4, 65, 0
PANTONE: 600 C
HEX#: F7E970
MINT GREEN
RGB: 115, 212, 161
CMYK: 45, 0, 40, 0
PANTONE: 353 C
HEX#: 73D4A1
Secondary Colors: Awareness
HEX#: 8FB7D5
HEX#: 485867
HEX#: 216589
FUNNEL JOURNEY
IMAGERY AND APPLICATIONS
Through color and photography, we clarify and highlight key points within the customer journey funnel.
Awareness
At this stage, we introduce the SHRM category to both traditional and nontraditional students, creating immediate emotional resonance. The goal is to position SHRM as a trusted, supportive resource during a pivotal life transition—offering connection, guidance, and a sense of belonging as they navigate their academic and career journeys.
Consideration
SHRM positions itself as relatable and relevant, offering real-world insight and addressing common career and education questions. This builds trust and positions SHRM as a helpful guide, not just an organization.
Conversion
At this stage, we introduce specific services and value-adds, giving students clear, tangible reasons to engage. The support provided through SHRM membership demonstrates its undeniable value—helping students stand out in a competitive job market and showcasing the high standards that SHRM certifications and programs represent.
